Mapping a global crisis

Responsive global campaigning in an evolving social landscape

MAPPING A GLOBAL CRISIS

MAPPING A GLOBAL CRISIS

OVERVIEW

THE CHALLENGE

MAPPING A GLOBAL CRISIS

• Crisis pose a particular challenge

• Difficult to define: at what point does an ongoing situation become a crisis and need a response?

• Amnesty doesn’t have a tangible product

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THE OPPORTUNITY

MAPPING A GLOBAL CRISIS

• Amnesty has a vast, widely-dispersed, and diverse audience

• Huge potential for grassroots mobilisation

• Allows us to engage in meaningful conversations

• Inspires audiences to take injustice personally

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WE CAN ALL BE HUMAN

RIGHTS ACTIVISTS

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MAPPING A GLOBAL CRISIS

CASE STUDY: PEOPLE ON THE MOVE

PEOPLE ON THE MOVE: GLOBAL REFUGEE CRISIS

MAPPING A GLOBAL CRISIS

• Amnesty has a long history of working on Refugee and Migrant Rights – multiple campaigns

• September 2, 2015: Photo of Aylan Kurdi hits the web, causing a global outcry

• Amnesty’s core work on refugees and migrants particularly resonates with a larger than ever audience

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PEOPLE ON THE MOVE: GLOBAL REFUGEE CRISIS

MAPPING A GLOBAL CRISIS

• Tailored our digital assets to the conversation

• Decided on use of correct hashtags for maximum impact –horizon scoping

• Audience analysis informed tone of voice

– We kept the message strong but positive

• Unified online actions with clear objectives

– Search and rescue

– Safe and legal routes

– Resettlement

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MAPPING A GLOBAL CRISIS9

PEOPLE ON THE MOVE: GLOBAL REFUGEE CRISIS

MAPPING A GLOBAL CRISIS

Using crisis response – reactive – to inform long-term planning

Build towards long-term outcomes with a broader narrative

• Integrating multiple campaigns

• Iterative optimization

• Diversifying content – audience first, channel first approach

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DATA-DRIVEN DECISION MAKING: SEARCH

MAPPING A GLOBAL CRISIS

Using Google Analytics we determined how users were finding our SOS Europe/Refugee related content

From this data we found that users were looking for ways to help refugees

We also noticed that they were not engaging with our SOS Europe/Refugee content as we hoped

• Bounce rates worsened – an indicator of engagement

We decided to change our content so users had a chance to help

• Digital action

• Bounce rates improved again

We also modified content in response to keywords being used on Google to make it more findable

• Improved SEO

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DATA-DRIVEN DECISION MAKING: SEARCH

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0

50000

100000

150000

200000

250000

300000

Mar 2015 Apr 2015 May 2015 Jun 2015 Jul 2015 Aug 2015 Sep 2015 Oct 2015 Nov 2015 Dec 2015 Jan 2016 Feb 2016

asylum refugees migration refugee migrants immigrant migrant immigrants asylum seekers

DATA-DRIVEN DECISION MAKING: HEAT MAPPING

MAPPING A GLOBAL CRISIS13

DATA-DRIVEN DECISION MAKING: SESSION TRACKING

MAPPING A GLOBAL CRISIS14

DATA-DRIVEN DECISION MAKING: A/B TESTING

MAPPING A GLOBAL CRISIS15

DATA-DRIVEN DECISION MAKING: A/B TESTING

MAPPING A GLOBAL CRISIS16

DATA-DRIVEN DECISION MAKING: SOCIAL

MAPPING A GLOBAL CRISIS17

DATA-DRIVEN DECISION MAKING: SOCIAL

MAPPING A GLOBAL CRISIS18

DATA-DRIVEN DECISION MAKING: SOCIAL

MAPPING A GLOBAL CRISIS19

MAPPING A GLOBAL CRISIS – WHERE WE GO FROM HERE

MAPPING A GLOBAL CRISIS

• Choice of language critical - not using international law and policy language but everyday language that connects people as human beings and capitalises on commonalities rather than differences

• Tone matters – for refugees the content audiences are now acting on is positive not sad, or presenting refugees as victims

• Focusing on external environment: monitor and join conversations that are already happening and inject Amnesty messages rather than putting our messages out there and expecting others to engage with us.: looking for the story behind the story, what does Amnesty add to the wider picture

• Audience centred comms – identifying audience (demographics), where they are having conversations, what they are saying is the starting point

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THANKS.